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Pepsi urges youngsters to ‘Live it Abhi’

The new campaign, conceptualised by JWT, celebrates the irreverent and cheeky attitude of the youth today

BestMediaInfo Bureau | Mumbai | March 10, 2015

Live-it-Abhi Click on the image to watch the TVC.

Pepsi has launched its new thematic campaign, ‘Live it Abhi’, which inspires young Indians to shake things up and leave a mark wherever they go. The new TVC, conceptualised by J. Walter Thompson features a star-studded ensemble cast with brand ambassadors Ranbir Kapoor and Virat Kohli and in an interesting twist, actress Anushka Sharma makes a special appearance.

The film opens with Virat Kohli batting and sending the ball over the ropes in a smashing stroke. Sitting in the crowd is Ranbir Kapoor, who catches the ball and with a Pepsi bottle in his hand, decides to ‘Live it Abhi’ that very moment. In the end, Anushka Sharma gives a special appearance and the film ends with the voice-over: ‘Yehi Hain Moment. Live it Abhi’.

Commenting on the TVC, Anuja Chauhan, Creative Consultant, JWT, said, “The ad celebrates the irreverent, cheeky attitude of the youth today, who see life not as a spectator sport, but as a stage – with spotlights to be stolen, whistles to be earned, and hearts to be won. And that it is better to try – and flop – than not try at all.”

Ruchira Jaitly Ruchira Jaitly

Speaking about the launch of Pepsi’s new ‘Live It Abhi’ campaign, Ruchira Jaitly, Senior Director Marketing – Social Beverages, PepsiCo India, said, “Pepsi has always shared a strong and culturally relevant connect with the youth. We have been an integral part of the Indian pop culture and shaped opinion at every stage. This year is extraordinarily special at Pepsi, as we make the young Indian the focal point of all our campaigns and activations. In 2015, the consumer is ‘front-and-center’ for Pepsi, not just as a target audience, but in a much more exciting and meaningful way. This year, we will engage with Indian youth in a manner that has never been seen before in India.”

Babita Baruah Babita Baruah

Babita Baruah, Executive Business Director, JWT, added here, “The brand Pepsi embodies the spirit of taking challenges and seizing the moment. It encourages the young to grab every opportunity and leave their mark and not be happy with being a mere spectator.”

The TVC:



Client: Pepsi

Agency: JWT Delhi

Creative: Anuja Chauhan

Production Company: Firecracker Films

Director: Anurag Basu

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